I hate to use clichés like 'self-fulfilling prophecy' and 'the only thing we have to fear is fear itself,'
Wentworth, NH (Vocus) October 22, 2009
Marketing metrics consultant Joseph Raymond Roy today published a special report that explains how marketers can avoid the three "bad attitudes" that can wreck their measurement systems. These three "mindtraps" often make it impossible to determine the return on investment (ROI) of marketing, advertising and public relations programs.
The special report, titled "Mindtraps: Three Attitudes That Stop You From Measuring Your Marketing ROI," is available for download free of charge.
"Mindtraps" is a companion piece to the eBook "Marketing Metrics and ROI: How to Set Up a Measurement System That Can Double Your Profitability (Small Business Edition)."
"'Mindtraps' is my attempt to help my fellow marketers recognize and avoid self-sabotage," said Joseph Raymond Roy, author of the special report. "Marketers who think clearly about the goals of their programs can easily measure ROI. Measuring ROI is not difficult mathematically, but we often let fuzzy thinking and negative emotions get in the way," he said.
"I hate to use clichés like 'self-fulfilling prophecy' and 'the only thing we have to fear is fear itself,' " said Mr. Roy. "But they do apply here. Attitude can make or break an ROI-measurement system."
The Three Mindtraps That Wreck ROI Measurement
The special report describes the three mindtraps in detail and explains how to avoid them:
Defeatism - The Defeatist looks at each tactic in his marketing plan and thinks, ''There's no way to measure this.'' He rejects the whole idea of ROI measurement before he even gets started. In fact, it is possible to track any marketing tactic. If you think you can't track it, you haven't defined it clearly.
Perfectionism - The Perfectionist is slightly more advanced than the Defeatist. He does consider a few measurement techniques. He may even write them down on paper. But as he considers each measurement technique, he thinks, ''Hey, this isn't scientific,'' and rejects it. Ironically, he ends up doing no measurement at all while he waits for an extremely precise, perfect measurement system to come along. In fact, there are many reasonably precise ROI metrics being used right now by highly profitable marketing departments.
Traditionalism - The Traditionalist is more advanced than the Perfectionist. He actually does a little ROI measurement now and then. He may even notice that some of his marketing tactics appear to be much more profitable than others. But instead of shifting some resources from the less-profitable tactics to the more-profitable tactics, he keeps all his "allocations" in place. He wants everybody in the marketing department to have a "fair share" of the budget, regardless of performance. In fact, this is a recipe for permanent corporate mediocrity.
To Download the Special Report
Click here to download the special report. There is no charge, and no registration is required. The author-copyright holder has granted permission to copy and republish the special report, provided attribution is given.
About the Word "Mindtrap"
The word "mindtrap" and the concept it denotes are from Roland Barach, Ph.D., author of Mindtraps: Unlocking the Key to Investment Success.
About Joseph Raymond Roy
Joe Roy is a marketing consultant and freelance copywriter. During the last 16 years he has taught people in marketing, advertising and public relations how to measure and increase the profitability of their programs. His clients have included companies of all sizes, from tiny medical clinics to global manufacturers. Visit his web site, Marketing Metrics Made Simple .
Contacts: Janice L. Brown, Janice Brown & Associates, Inc. (603) 764-5800, jbrown(at)janicebrown(dot)com or Joe Roy, Joe Roy & Company, (603) 764-9099, joeroy(at)joeroy(dot)com
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